Early‑stage talks confirmed
The broadcaster, best known for shows such as I’m A Celebrity… Get Me Out Of Here! and Love Island, said it is in “early‑stage discussions” with Sky’s parent company Comcast.
The talks centre on ITV’s media and entertainment division, which includes its terrestrial TV channels and streaming service ITVX.
In a statement, ITV stressed there was “no certainty” that a deal would be agreed or that any transaction would take place.
ITV Studios not part of deal
The potential sale would not include ITV Studios, the production arm behind I’m A Celebrity and Mr Bates vs The Post Office. That division has itself been the subject of takeover speculation in recent years.
By separating its broadcasting and production businesses, ITV would be left focused on content creation, while Sky and Comcast would expand their broadcasting footprint across the UK and Europe.
Market reaction
News of the talks sent ITV shares soaring by as much as 19% in early trading on Friday. The surge came just a day after the company’s stock had fallen on the back of a warning about weaker advertising revenues.
ITV has said it expects ad revenues to fall around 9% in the final quarter of the year, as businesses hold back spending ahead of the Budget. The broadcaster also announced plans to cut £35 million in costs — £20 million by delaying programming and £15 million through reduced marketing.
Industry context
ITV has long been seen as a potential takeover target. Earlier this year, US private equity group RedBird IMI abandoned talks to buy ITV’s media division and merge it with its All3Media business.
Chief executive Dame Carolyn McCall has also been exploring a possible demerger of ITV’s two main units in an effort to boost the company’s flagging share price.
What it means for viewers
If a deal goes ahead, it would mark one of the biggest shifts in UK broadcasting in decades. Sky, already a dominant player in pay‑TV and streaming, would take control of ITV’s free‑to‑air channels and ITVX, while ITV Studios would continue to produce some of the UK’s most popular programmes.
For viewers in Swansea and across Wales, the change could eventually affect how ITV content is delivered and accessed — though no immediate changes have been announced.
